Admit it. If someone asks for your ID when you’re buying alcohol, it’s a special thrill to think that you were possibly, just maybe, conceivably mistaken for someone under 21. Even if they’re just being nice or the shop has a standard “We Card Everyone” policy, it is fun to entertain the fantasy. But what if you’re carded because you need to show you’re old enough to make a purchase? That kind of messes with your brain, doesn’t it?

But that is what’s going on with a new limited edition beer created by Beck’s Brewery for the Brazilian market and, maybe eventually, the rest of the world. It’s only for people over 70.

Beck’s 70+ is designed for more mature drinkers. “As our taste buds age,” the company says, “we develop more resistance to bitter flavors, and Beck’s has created a new formula that compensates for this change by offering an even more intense bitterness. This ensures that all consumers can enjoy the same distinctive taste, regardless of age.”

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Creating FOMO

The promotion of the beer is part of an anti-ageism campaign by Beck’s, which we certainly appreciate. At a recent festival, only drinkers 70+ could sample the beer, reportedly causing younger generations to experience a completely foreign feeling: envy directed at those over 70.

To further promote the product, Beck’s has also created a parody film that is a riff on the film Superbad’s McLovin fake ID scene. It shows a woman being IDed to confirm that she is 70+ before bringing a case of the beer to her friends outside. The film was shared across the brand’s digital and social channels, but it took off on TikTok where younger consumers were tagging their parents and grandparents.

The ad shows a woman being IDed to confirm that she is 70+ before bringing a case of the beer to her friends outside.

“They [were asking] them, ‘Can you find someone to buy this beer for me? I want to try it,’” Diego Machado, global chief creative officer at AKQA, the ad agency that created the campaign, told Adweek.

People began taking the video to heart, according to the agency, offering to create fake IDs just to help others try the 70+ beer. The brand is launching a “grandpa dealers” service that will allow younger users to connect with seniors to buy the beer for them. The campaign’s success will be measured based on social interactions and sales of both the limited-edition beer and the standard Beck’s.

Additionally, the brand has introduced an e-commerce platform on which consumers can upload their 70+ ID to purchase the beer, and the product is only available in stores when customers show their 70+ ID. Billboards and posters showcase the exciting life of 70+ individuals enjoying Beck’s 70+.

Proudly Gray

“With new behaviors in everyday life, maturity takes on a different meaning in today’s society,” says Rodrigo Barbosa, creative director at AKQA. “The idea of aging well, which used to be limited to a younger appearance, without wrinkles or gray hair, has gained new meanings. Today, aging well is being able to continue enjoying all the most delicious experiences in life—including a great beer. It is a dialogue with the pro-aging culture movement, which understands that age does not limit people’s desires and aspirations.”

As global life expectancies rise, seniors want to remain active and are less focused on looking younger than they are on living their best lives.

The 70+ beer is sold in silver gray cans instead of the brand’s usual black and green, and posters promoting the product at the festival used a “proudly gray” message. Other lines include, “Your grandparents never made you feel so old,” showing a group of seniors partying, and “Only for those who have been young for decades,” which depicts a group drinking beers in the same convenience store from the film.

The campaign is also meant to tap into the growing pro-aging moment, which acknowledges that as global life expectancies rise, seniors want to remain active and are less focused on looking younger than they are on living their best lives. The brand is asking more people in their 70s to become influencers.

Who’s game?

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